$100M Money Models: How To Make Money

by Alex Hormozi

*Guinness World Fastest Selling Non-Fiction Book in History*

** OVER 4,000,000 COPIES SOLD IN THE $100M SERIES!! **

This book will show you the art of getting more customers to spend more money faster.

If you have a business, this book will help you make more from it.
If you don’t have a business, this will help you start one.
If you have parents, this book will help you retire them.
If you have rivals, this book will help you beat them.
If you have monetary goals, this book will help you achieve them.

I’m not a happiness guru, a fitness guru, an investing guru, or anything else. But, I can show you how to accelerate cash flow in a business - in other words - get more customers to spend more money in less time (over & over again). I know because it’s all I’ve done in my adult career.

I crossed $100M net worth by age 31.
I buy and scale companies at my family office Acquisition.com.
My side I make content showing how we do it.
My joke life goal is to be the most jacked billionaire.
My real-life goal is to die with nothing left to give.

A little more about the book if you want that…
A Money Model is a deliberate sequence of offers. It’s what you offer, when you offer, and how you offer it to make as much money as you can as fast as you can. Ideally, to make enough money from one customer to get and service at least two more customers in less than thirty days. And it rarely looks clean, but I break $100M Money Models into three

Stage Get Cash - Attraction Offers get more customers for less
Stage Get More Cash - Upsell & Downsell Offers make more money from them faster
Stage Get The Most Cash - Continuity Offers maximize their total money spent

In real life, it happens like this...

First, I get customers reliably.
Then, I make sure they pay for themselves reliably.
Then, I make sure they pay for other customers reliably.
Then, I start maximizing each customer’s long-term value.
Then, I spend as many advertising dollars as I can to print as much money as possible.

This is my cookbook for making money.

It took me over a decade to learn all these tactics. It’ll take you three hours. Use responsibly. Enjoy.

If you want to learn more and make more money for your business...then ADD TO CART, use its contents, and see for yourself. This book is for educational purposes only and does not guarantee results. Business outcomes vary based on many factors outside the author’s control. Nothing herein should be taken as legal, financial, or professional advice. The author and publisher disclaim liability for any losses or decisions made from use of this material

Genres: Business, Nonfiction, Money, Entrepreneurship, Finance, Audiobook, Startup

190 pages, Paperback

Published August 20, 2025

Reviews

[Sid · Rating 3 out of 5]

The course is more detailed, just watch that.

[James · Rating 3 out of 5]

Tl;dr: give them something free, upsell, downsell (they say no, sell them something anyway), sell subscriptions. Basically, see the sales tactic every gym uses.

[Cooper Easthope · Rating 5 out of 5]

This book was a great read, and I’ll definitely be coming back to it.

Alex Hormozi nailed the ‘business handbook’ concept far better than any other book I’ve read. This book is practical, specific, and action-oriented. The theory is minimal, coming from his personal experiences and backed by his podcast and social media presence. I really appreciated the practical focus of the book.

Alex focuses on 4 key types of offers that help businesses generate better cash flow. The purpose of this is to increase profits now, so the money can be used to grow the business sooner. I found the sections on attraction offers and down sell offers to be very interesting. These are parts of business I have t read much about in the past.

Attraction offers are those offers that get customers in the door. They have to be so good, anyone would feel like a fool if they didn’t take it. Attraction offers require a concrete understanding of your customers needs and wants so that you can fill them before they ask for them.

Down-sell offers were something I’d never heard of before. Alex says that these are the types of offers you give to a customer after they say no to your initial offer. A down-sell offer allows you to adjust your offering to still make a sale without compromising your integrity on the price. Down sell offers include financing options, removing guarantees, or adjusting parts of the product.

As a handbook, $100M Money Models is meant to be regularly referenced and use as you make business decisions. I plan to get myself a physical copy of this book and refer to it regularly when I want to build a business.

[Edward Owens · Rating 4 out of 5]

good read full of information, entertaining to watch businesses use these tactics irl as you learn about them in the book :)

[Harry Harman · Rating 5 out of 5]

Think of $100M Money Models as a book of winning lottery tickets—all you have to do is cash them in.

that’s the power of a well designed Money Model. They knew everything I wanted (and things I didn’t even know I would want). And when they offered them to me, I happily bought them.

This is the rental car company’s Money Model stated plainly:
Offer #1 Vehicle Upgrade
Offer #2 Late Return
Offer #3 Premium Insurance
Offer #4 Minimum Insurance Downsell
Offer #5 Prepaid Gas

They offered solutions for higher fees and hassles I might have had later for smaller fees in total right now. As a result, my $19 rental became a $100 rental. I paid more money faster.

if you make your customers twice as valuable, you get twice as many of them, and get those customers at twice the speed?…your business grows 8x faster. And if you triple them…your business grows 27x faster.

You can get really big, really profitable, really fast…with just a few changes.

1. Attraction Offers turn strangers into customers.
2. Upsell Offers get people to spend more cash.
3. Downsell Offers get people to say yes when they would have said no.
4. Continuity Offers keep people buying.

These tidbits help you execute the play—like it’s your hundredth time doing it—on your first try.

If A Customer Asks For Their Money Back—Give It Back.

Advertising laws change all the time. And they tend to only get tighter—especially when it comes to “free.” Check with lawyers to see if an offer you want to make is legal or not.

Don’t lie. You’ll short-change yourself long-term. And unlike credit card debt, you can’t file bankruptcy to erase a bad reputation.

what’s a better deal than free stuff? More and better free stuff.

five favorite ways to make money by offering free stuff: 1. Win Your Money Back
2. Giveaways
3. Decoy Offer
4. Buy X Get Y Free
5. Pay Less Now or Pay More Later

Win Your Money Back
If you do x within y time within z rules, you can get it free.

How about this: I give you $500. You train me for eight weeks. And if I hit my goal, I get my money back. But in return, you can use my results to market your business. Fair enough?

he ended up using the money to buy more training!”

And all the free advertising they do for us gets their friends and family to join too.

I used it for private training, group training, private nutrition coaching, and group nutrition coaching.

From the data we’ve collected from thousands of gyms, about 10% of all customers will ask for their money back.

My testing showed offering store credit and cash back got the same number of customers. So you might as well offer store credit.

Only use a Win Your Money Back Offer if your refund rate is below 5%. Otherwise, fix your product before doing this.

Disclaimer: Sweepstakes and giveaways are heavily regulated. Main reason: they’re exceptionally powerful. And, when done wrong, can become illegal lotteries—we don’t want that. Jail time—no bueno. Make sure you follow all the local advertising laws.

Giveaway Offers advertise a chance to win a big prize in exchange for contact information and whatever else you want. Then, after picking a winner, you offer everyone else the big prize at a discounted price.

grand prizes only work if they’re grand.

tell everyone that if someone they refer wins the grand prize, they win one too. That way, they get endless ‘entries’ into the contest by referring their friends.

Some won’t or can’t buy your promotional offer, even with the discount or bonus. And that’s okay. Here’s how I approach it: at the start of the call, let them know they qualified for two prizes. And that you’ll help them find which way makes the most sense for them.

Premium Option: Unlimited workouts, a personalized nutrition plan, 11 accountability, results guaranteed (or you get another 21 days free).

Discount Offers Have Higher Show-Up Rates Than Free Offers. So if you have low show-up rates for appointments, try a Discount Offer instead. This is especially important for businesses where you have a high cost of someone not showing up (think doctors, lawyers, dentists, etc).

Ask them a simple question: “Are you here for free stuff or lasting results?”
And as soon as they say “results,” which most people do, skip to your premium offer.
If they say “free stuff,” present the decoy offer then immediately contrast it with your premium offer.

you want to talk to the lead as if you already know they will accept your offer. Many salespeople refer to this as an “assumed close.” You operate from a position of: This is what everyone does. This is just a formality. Let me get your ID and credit card so you can get your value. No hype. Just friendly disposition. Almost bored over how regularly people buy.

you can choose to surprise them with a few low-/zero-cost features from your premium offer. Just say something like “hey, I’m gonna throw this in, even though it’s part of our premium offer just because I want you to get great results.” This builds goodwill, over delivers, and increases the chance they take your upsells later.

They charged three times the price for a single pair of boots because they came with two more pairs. So rather than saying “come to Boot Factory and buy boots at a fair price” they managed to create a free offer!

Good: “Buy 12 Months Get 6 Months Free” - $1,800 Better: “Buy 9 Months Get 9 Months Free” - $1,800 Best: “Buy 6 Months Get 12 Months Free” - $1,800

More Free Cheaper Things Can Work Better Than Fewer Free Expensive Things.

test “Buy 1 Shirt Get 1 Shirt Free” against “Buy 1 Shirt, Get 3 Socks Free.”

Rather Than Offer a 33% Discount, Try Buy One Get Two Free.

Buy X Get Y Free can lengthen the amount of time customers stay. If normal customers stay for three months, then ‘Buy 2 Get 2 Free’ will keep them for four months (or whatever you set it at). This gives you more opportunities to make more offers and provide more value.

Keep selling customers who prepay long durations, they are the most likely customers to buy again!

Find Your First Real Estate Deal—Free 3-Day Workshop Pay Later: $0 for 3-day workshop. They get billed $500 at the end unless they cancel.
Pay Now: $299 for 3-day workshop plus recordings, 1–1 call with certified distressed property expert, plus printed materials to use (delivered at the workshop).
Upsell: $30,000 to take you through every other step of closing your first deal within six months plus: legal templates, advisor to vet the investment, inspection checklist, etc.

Local Business Service: Trim Your Hedges For Free
Pay Later: $0 Lawn Cut + Hedges then $599 after.
Pay Now: $369 Lawn Cut + Hedges + Lawn Treatment.
Upsell: $199 per month lawncare services. The rep comes to the house, makes the estimate, and offers both options, then upsells after the work is done.

Physical Products: 14-Day Clothing Trial
Pay Later*: $0 Now. Get it. Then get billed $149 in 14 days.
Pay Now: $97 for the clothing + an accessory that goes with it.
Upsell: The dress comes with an offer for a monthly subscription to more clothes like this.
*Customers must return the product in like-new condition before billing to qualify for guarantee.

if you promise to decrease someone’s shoulder pain, have them rate their pain 110 before you do your magic, then ask them to rate it after. If it went down, you’ve succeeded and you can sell them something else. Keep the promise simple, clear, and measurable.

You Can’t Have X Without Y! You can’t have a car without insurance. You can’t have a car without gas. You can’t have a good trip without a late checkout. Etc. And all of these things become immediately apparent as soon as the customer makes the first purchase.

Local Car Wash Service
First purchase: Car Wash
Upsell: Sealant
You’re not gonna wanna do the wash without sealant. You get way more for your money.

Physical Product
First Purchase: Bicycle
Upsell #1: Helmet
Upsell #2: Lights
Upsell #3: Puncture-Resistant Tires
You can’t have a bike without a helmet!

Digital Product
First purchase: Course on exercising
Upsell: Nutrition course
You can’t out-exercise a bad diet…so you’re gonna want our course on nutrition.

Actually Do It. You’d be amazed how many businesses come to me and only sell one thing. Months later, I hear they actually 5x’d their business because they actually offered an upsell.

Offer More Profitable Upsells First.

Sell More When They’re Buying More—Hyper Buying Cycle. Think weddings, starting new hobbies, having babies, moving to new places

It’s easier to sell someone one thing than nine things. By bundling items together, you can make one ‘ask’ and get nine sales. Last, you can “peel” some of the products or features out of the package as a way to downsell.

Make Sure You Book-A-Meeting-From-A-Meeting (BAMFAM). end every appointment by scheduling the next appointment. A customer should know the next time they see you—and why—before they leave.

If you have a lot of customers buying small, you can bump them to mediums. If you have a lot of customers buying the medium, bump them to large. If you have a lot of customers buying large, raise all your prices.

An art studio used to replace damaged portraits at no charge. I told them to start asking customers if they would pay an extra 10% for it. Now, 30% of customers buy stuff the art studio used to give away for free. Pure profit baby.

Asking “you don’t want anything else do you?” gets people to agree by saying no. It works.

You’ve got a protein shake for breakfast, do you like chocolate or vanilla?

Do you want kiwi or strawberry lemonade pre-workout?

You just wanna use the card we have on file?

the A/B Upsell—I ask which product they prefer rather than whether they want the product at all.

one day, I had a lady who just wouldn’t stop asking questions. I just wrote step-by-step instructions on the back of some scratch paper. I walked her through what I wrote and asked. “Make sense?”

I learned detailed and personalized instructions upsell more people than vague and general suggestions. I call this prescription upselling.

I’d see 40 to 50 a day. Two people. Every 30 minutes. 12 hours straight. My supplementselling marathons alone covered the flight there, my hotel and advertising costs.

I went out of my way to cross out what she didn’t need. And this built enough goodwill to upsell what she did. Later, I kept products just to cross them out! I call this process unselling.

Menu Upsell, you tell customers which options they don’t need. Then, tell them what they do need, their preferences, and how to get their value from it. Menu Upsells combine up to four tactics: Unselling, Prescription Upselling, A/B Upselling, and Card On File.

First, I unsell what customers don’t need. Second, I prescribe what they do need. Third, I ask their preferences between A and B. Last, I make buying easy by asking if they want to use the card on file.

Dog Food
Unsell: You’re not gonna need this small bag or this puppy stuff— you’ve got a big dog! You don’t need these vitamins either because the food already contains them.
Prescribe: You’re also gonna wanna give your dog one of these joint chews at each meal. And every 90 days, give them one of these wafers for heartworms. Also, make sure to bring him back next month. Let’s get that booked now.
A/B: So does your dog prefer beef or chicken flavor?
Card On File: Wanna just use the card on file?

You can turn anything into an A/B offer. Just to give you a few ideas…Quantity (do you want one bottle or two?), start dates (start tomorrow or Monday?), payment preference (cash or card?), flavors (chocolate or vanilla?), time slots (morning or afternoon?), media (read or listen?), delivery speeds (standard or overnight?), sizes (small or medium?), colors (black or white?), materials (paper or plastic?), personnel (John or Sara?), communication (call or text?).

If your customers have limited experience with your products or service, give them a nudge. “This is my favorite” or “X is usually a safe bet” or “a lot of people love this” or “Tuesday’s sessions are a little smaller if you like that” (Hint: If you want to move one particular product faster, nudge that one more.)

If You’ve Sold Out Of It, Take Payment And Delay Delivery.

Pro Tip: The Only Thing Worse Than Making A $1,000 Offer To A Person With A $100 Budget…is Making A $100 Offer To Someone With A $1,000 Budget.

In the first situation you lose $100. In the second, you lose $900.

Local Service:
Lawn Care Premium Anchor: Get my cell phone number, fancy mulch, natural pest control, bi-weekly yard maintenance—$1,000 per week
Main Offer: Get my team’s number, generic mulch, normal pest control, bi-weekly yard maintenance—$200 per week

For the most effective anchor, make your premium offer 5–10x more expensive.

The main offer and the premium offer should have the same primary features.

Ex: “Hi John, I saw your negative review on their product and it really upset me. To make it up to you, I’ll credit whatever payments you have left with them to switch to ours. This way, you don’t lose a thing and you start getting the benefits now. Fair enough?”

You can find leads for this by scraping contact information from negative product reviews where available. Voila—a hot new list of leads who need what you have.

She said “I can’t afford it.”

“OK, when do you get paid?”

“The first.”

My rent was due on the fifth. Bingo. “Sounds good. Just give me your card and I’ll charge it on the second. That work?”

a huge percentage of the time “it costs too much” really means “this costs too much up front .”

1. Reward for paying in full rather than punish for paying over time
2. Offer 3rd-party financing, credit card, layaway options
3. Offer half now, half later
4. Check to see if they still want the thing
5. Offer to split into three payments
6. Offer evenly spread payments
7. Offer a Free Trial

If I take on the risk of a payment plan, I increase the price. Normal businesses do it by charging interest. But, I do it by offering a discount if they pay in full.

I say “It’s $15…but it’s $10 if you prepay it. You save $5…that’s what most people do.”

I start by asking “When’s the next time you get paid?” After, I ask “Wanna just put half down today and the rest down when you get paid?” If they can’t do that, I ask “What’s the most you can put down today?” When they offer an amount say, “Great. We’ll put that down today and put the rest when you get paid. Fair enough?”

“Got it. So money is tight right now. Real quick. I want to make sure. On a scale from 1–10 how bad do you wanna do this?” If they say 8 or above, keep offering payment plans and say “Awesome. Don’t worry. We’re gonna figure out a way to make this happen for you.” If they say 7 or below, ask “Why not a 10?” and then, say something like “You’re right. I think we may have something that could be a better fit for you.” Then you sell them something different

Monthly (12x per year) billing resulted in 10.7% monthly cancellation rates.
Quarterly (4x per year) billing resulted in 5% monthly cancellation rates.
Annual (1x per year) billing resulted in 2% monthly cancellations.

They said if I did their training I’d get free onboarding. But, if I skipped the training I’d have to pay for it!

They have to leave a card. If they balk, just say “That’s just how we’ve always done it.” If they still refuse, wish them a lovely day and show them out.

Tell them they’re totally right, and that you’re angry at yourself for missing this. Do not blame them. Only one person can be angry—and it needs to be you.

I use Pay Less Now or Pay More Later as a downsell for physical products or onetime services. And I use Trial With Penalty as a downsell for recurring products or services. Also, I have only made this work in businesses where the customer has to do work to get results.

“I lower the price, but I justify it by cutting a feature. That way, I’m not discounting.”
“So what feature did you cut?”
“My full money-back guarantee.

‘If you don’t want the option to get your money back, you can pay less. Or, you can keep your money-back guarantee—which would you prefer?’

remove features from highest to lowest value. ask “how about now?”

Feature Downselling means trying to find the best deal for them. This keeps the conversation collaborative rather than competitive. If you act pushy, your offers will exhaust customers faster. If you stay a helpful guide, you can downsell as many offers as necessary without exhausting the customer.

If I get a price objection, sometimes I offer discounts in exchange for advertising. Ex:“I’ll knock $100 off if you: 1) Leave me a review on all review sites 2) Leave me a video testimonial 3) Make a public social post at the beginning, middle, and end of our program showing your progress 4) Introduce me to two friends who you would want to do this with. Deal?”

“I went to all the big apartments and said I’d do their trash for a whole year free if they contracted me to do the next five years paid.

Skip this if you hate money.

There are 12 months in a year, but the year has 13 four-week cycles. That’s an 8.3% difference. To put this into perspective, if your business has 20% margins, this skyrockets annual profit by 41%.

“Yea, it’s $X plus a 3% processing fee.” If you run a 10% profit business, and add 3%, you just added 30% to your profit.

gift it to a friend if they want. And now you’ve got a lead magnet!

They get a lower rate if they stay past X period. Make X the month your average customer drops off.

Just make the cancellation fee equal to the discount they agreed to get. So if they got $600 in discounts by committing, they can pay $600 whenever they want to cancel.

Make Sure Customers Know How To Cancel. If customers have nowhere to complain inside your business, they will definitely complain outside of your business.

Waive the $5,000 if you commit to 12 months. Pay $1,000 per month. Only pay the $5,000 fee if you break your commitment early.

reasoning, just say: “It costs us money to get you started. If you only wanna test us out, you cover those costs. If you commit longer, I’ll cover them.”

It works especially well with services that take a long time to work (SEO, Investing, Weight Loss, etc.).

If you want to keep customers extra motivated, you can donate it to a cause they are against. Ex: “What cause do you absolutely hate?

Decoy Offer: Now that you’ve got the plan, you do it on your own for free.
Or…
Premium Offer: We can help you implement all this stuff for $16,000 over 16 weeks.

my Decoy Offer took me to $476,000 per month in three months. Not a typo.

• First, I get customers reliably then
• I make sure they pay for themselves reliably then
• I make sure they pay for other customers reliably then • I start maximizing each customer’s long-term value then
• I spend as many advertising dollars as I can to print as much money as possible.

keep raising the price until you make less money.

First, you ask the customer to pay a startup fee as part of joining a month-to-month program. Then, you offer to discount the entire fee if they commit longer term. If they cancel inside the term, they pay the fee.

You don’t become confident by shouting affirmations in the mirror: You become confident by giving yourself a stack of undeniable proof that you are who you say you are. Outwork your self-doubt.

[Carla Parreira]

O livro explora como negócios podem criar modelos eficazes para gerar receita rapidamente, enfatizando a importância de uma sequência de ofertas que maximize o lucro de cada cliente. Um exemplo prático é o aluguel de carros, onde o preço inicial atrativo é complementado por várias opções adicionais que aumentam o valor da transação. As ofertas são organizadas em quatro categorias principais: atração, up-sell, down-sell e continuidade. A atração visa converter estranhos em clientes, utilizando táticas como a oferta de reembolso, que filtra clientes motivados, e a oferta isca, que apresenta um produto barato ao lado de uma versão premium, incentivando a escolha da opção mais cara. O up-sell busca aumentar o lucro na venda atual, como demonstrado pelo exemplo do McDonald's, onde o lucro vem de itens adicionais. A técnica da âncora é utilizada para fazer uma oferta parecer mais razoável em comparação com um preço inicial elevado. Quando um cliente considera a oferta principal cara, o down-sell oferece uma alternativa com menos funcionalidades, o que pode levar o cliente a valorizar mais a oferta original e decidir pagar o preço completo. Por fim, as ofertas de continuidade focam em pagamentos recorrentes, utilizando estratégias como a taxa dispensada, que elimina uma taxa de adesão alta se o cliente se comprometer com um período de assinatura. Essa abordagem mantém o cliente engajado e gera receita contínua. A estratégia de oferecer planos anuais, eliminando taxas iniciais, é uma maneira inteligente de garantir receita recorrente e aumentar o valor vitalício do cliente (LTV). Isso não apenas alinha os interesses do negócio com os dos clientes, mas também permite que as empresas vejam um retorno mais rápido sobre seus investimentos em marketing e crescimento. Os modelos de dinheiro discutidos vão além de simples táticas de venda; eles são sequências de ofertas cuidadosamente projetadas para maximizar a lucratividade. Ofertas que parecem gratuitas podem, na verdade, resultar em lucros significativos a longo prazo. A remoção de elementos de uma oferta pode paradoxalmente aumentar seu valor percebido, enquanto estruturas de pagamento, como a taxa dispensada, ajudam a fidelizar clientes por períodos mais longos. Essa abordagem revela um conjunto poderoso de ferramentas que, quando utilizadas de forma estratégica, podem transformar a dinâmica de um negócio. A reflexão sobre como essas sequências estão presentes em nosso cotidiano é pertinente, pois muitas vezes não percebemos como estamos sendo impactados por essas estratégias em serviços e assinaturas que utilizamos. A aplicação desses princípios deve ser feita de maneira estratégica e íntegra, sempre considerando o valor real que se oferece ao cliente. Isso convida os empreendedores a observar o que acontece ao seu redor e a experimentar com cautela, sempre focando na criação de valor genuíno.

[Ali Akbar Zaidi · Rating 2 out of 5]

I picked up this book after listening to a podcast of the writer on Youtube and I must say that the author speaks way better than he writes. In short, this book is about making promotion plans or offers and making it relevant to the buyer to squeeze out as much money as possible. What a way to write a book about something so obvious put into diagrams and real life examples. Still, an enjoyable read.

The author writes about the fact that money is created through providing value and solving problems. Reduce effort and risk for the customer, solve problems and give the best solution and in the fastest way possible. The idea of a business is to simply solve a problem and then expose the company of the maximum possible quality customers. And then comes the bulk of the book, making offers.

Reading this part of the book made it seems like a marketing book taught in MBA. Buy one get one free, downsell, upsell, if you sell burgers, sell ketchup too. If you sell shoes, give them free socks. There is cash in trash example is a good one, a guy dealt with garbage of block of houses for free if they sign a contract for the next three years in paid.

Free samples, get your money back guarantees, pay now and use later, or subscribe now and pay later. The bulk of the argument lies around catering to your target market through small offers and making it work and keep them paying more and more and more( i wrote that deliberately).

I felt many of the examples were catering to Gyms which is the basic business model of the writer. I found it very hard to implement these models on a business like a freight forwarded company or a bank. There is no mention of Government regulation, economy, market or finance, there is just upsell, downsell, buy one get one free and it is done through diagrams.

The guy after making his business work starting telling his story and making other Gyms work. Genius indeed.

An enjoyable book but i found the gym tottering hard life, brute force, genuis marketing talks more effective than this book.

[Andrew Chuang · Rating 5 out of 5]

Alex Hormozi’s book teaches advanced sales strategies with a focus on premium products and brick-and-mortar businesses. His key lessons include:

Promotions with higher perceived value — Example: selling a $20 shirt with a buy 1 get 1 free deal works better than pricing it at $10 each, since it encourages larger purchases.

Upsells through contrast — Offer a free or cheap basic service (like simple nail cleaning), then show the difference in quality with premium paid services.

Turning “no” into sales — Use framing that leads customers to say “no” in a way that results in purchases (e.g., storage cases for jackets).

Price anchoring — Show a very high-priced option first (like a $10,000 suit), which makes the lower-priced but still premium option (like a $600 suit) feel like a bargain.

Cross-off prescription — Present a long list of products, then cross off unnecessary ones. This creates relief and trust, making customers feel they’re only paying for what really matters.

Guarantees for safety and trust — For example, offering a 3-month money-back guarantee in his gym made clients feel secure, boosted results, and led to more upsells like protein powders and exclusive memberships.

👉 In short: Hormozi emphasizes creating perceived value, building trust, and guiding customer psychology so that buying feels natural and beneficial.

[Frank Ploegman · Rating 5 out of 5]

This short book is filled to the brim with phenomenal strategies to grow your business and make it more profitable, while giving customers more of what they want. To make it even better, it contains only substance, no fluff. Crucially, I would consider the strategies ethical and long-term oriented, so no lies, pressure tactics, and things than only ‘work’ in the short term while destroying your business and reputation in the long term while possibly also landing you in jail.

Although I haven’t tested the strategies personally, I have little doubt that they’re highly effective. I’m not currently involved in business, but if I were, I would go through this book multiple times and implement every single model I could. Even the most seasoned and successful business people could most likely learn a thing or two from this book.

[Zé Paulo · Rating 4 out of 5]

Be aware, Hormozi is legit. One of the best commercial guys out there right now.

This is a very good manual for sales. And as the expression goes: if you can't sell, you are gonna work for someone who can.

The core idea of $100M Money Models is: use attraction offers to make money, use upsells and downsells to make more money and use continuity to make the most money.

So essentially you'll learn how to close your leads and increase their LTV.

The book is best suited for people with an existing solution or with real experience in sales. If not, words may be just words and the real value of the book may not be properly captured.

The best value is delivered if you can iterate on the learnings in real time, like if this was a consultancy for existing businesses.

[Scott Wozniak · Rating 5 out of 5]

Hormozi does it again.

Not only are there some really creative ideas and deep life principles in this book, he gives you step by step ways to make your own version of each idea.

His genius is in how to sell things. So, if you're looking for a way to make your actual product/experience better, then you'll have to read other books.

But if you're looking to sell more--and do so with more cashflow coming sooner rather than delayed--this is a masterpiece. And there's nothing else like it out there. (I read 200+ books a year, I'm not just saying that as hyperbole.)

If you sell something, whether you're a solopreneur or a fortune 500 CEO, this book is a must read.

[Zion Avnilov · Rating 5 out of 5]

Alex use demonstration to prove his stuff work. His business acquisition.com is a living proof of that. This book (free goodwill and an attraction offer) builds trust, attract eyeballs and qualify leads for his company all in the same time. Then he gives the one on one counseling sessions for hefty price (think upsells). If he sees an opportunity with those businesses then he invests in them as an active investor (upselling again).

The idea of money models as a tool to build a company without the need of outside investors, or financing is spectacular. Easier said than done, but very interesting and powerful.

[Kelly H · Rating 5 out of 5]

hands down the best book of the three. I've learnt so much in this book to transfer to my new business. with all three books I read once. then I re-read taking notes which I then share with my son my business mentor. then we go through the notes a little at a time. at the end Alex wrote having 100% confidence and a thousand percent doubt both at the same time. sums up my journey with business. really hope you bring out another book. and I'll be purchasing my son copies of all three and hard covers for myself. when I was cooking I had my Bibles. now with business I have the same

[Mohammad AlSaeed · Rating 1 out of 5]

$100M Money Models is one of the most disappointing books I have read. It’s oversimplified, repetitive, and feels like a “sales for beginners” guide. It felt more like a motivational manual for small business owners than a serious book about wealth creation or strategy. The tone is loud, repetitive, and lacks depth. It’s more self-promotion than substance, offering almost nothing valuable for anyone with serious business or financial experience.

[Dave Applegate · Rating 2 out of 5]

1) These books are very easy to read. A masterclass could be written on conveying ideas based on these books.

2) I pulled some good ideas from this book. They are in there.

3) I feel like the majority of this book is geared towards how to sell things that shouldn't be sold in the first place. E.x. How do I get somebody broke to buy something they can't afford?

4) I feel like this book is a giant lead form for his other training / programs.

[Felix · Rating 5 out of 5]

Continuation of his first book which details developing your core offer.

This one is about developing ancillary offers to increase ltv and take rate.

The types of offers are: Attraction (for soliciting interest and inciting small commitments), upsells (burger > fries, car > insurance, phone > case, etc.), downsell offers (making things smaller, cheaper, higher maintenance, longer payment periods, etc.), and ongoing offers (recurring revenue)

Highly practical. Straight to the point. 5 stars.

[alex alvarado · Rating 5 out of 5]

Alex always delivers

As always, Alex delivers plain GOLD with his books. The first 2 books got my business started and profitable when everyone else told me it was "impossible due to competition and nobody will pay that much for x, y, z..." Blah blah blah.

I can't wait to see what applying this gem of a book does to my business. Love it!

Hormozi, thanks 🙏🏻

[David · Rating 3 out of 5]

The first two books in the $100M series were more personally helpful because they at least included examples of service based businesses. I felt like most of the models here, although helpful, were focused on sales. Probably very good for the right reader, and should my own business change, I'd be willing to revisit this one.

[Scott Warren · Rating 5 out of 5]

Buy it now - Buy all three. It is an investment.

I have read all three of Alex's books. They are among my top 10 books but this one is the BEST so far. Alex speaks some real truths and has suggested ideas I have heard before but only when Alex said it, It made sense. This book has generated more ideas for my business than any i have read for a long time.

[Eddie Edwards · Rating 5 out of 5]

life changing book

The best of the series. Recommended to read the books in release order (offers, leads and then money model) and the rereading offers and leads again after money model. I recommend reading one section and then writing notes on how to apply. These books need to be studied and not just read.

[Bliss · Rating 5 out of 5]

I usually just give my 5 stars and go but I am dropping a review because you asked in the book. Smart move. thank you so much for giving us value in this book. you didn't repeat yourself for the sake of making the book bigger. thank you for making this simple and easy to understand. you Rock and my love to Leila

[Kirsten Thijssen · Rating 3 out of 5]

TLDR - the models are good in principle but any person with a basic business sense doesn’t need a 200-page book to understand them. A YouTube video would’ve done the job. I found Hormozi’s very basic writing style a bit childish and annoying - his models are not rocket science and his readers are (presumably) not stupid…

Maybe this is better as an audiobook.

[Guilherme Zeitounlian · Rating 3 out of 5]

100M Money Models offers some inspiration and a few useful examples of how to charge for your products and services. But it’s hardly a groundbreaking book.

After reading 100M Offers, which felt sharp and original, I found this one a bit disappointing.

It's not a "bad" book, just not particularly impactful. For me, a 3/5.

[Tariq · Rating 5 out of 5]

the $100m series changed my life
it allowed me to design my first offer when i was employed
and helped me start my own business and be successful in the first 3 months
and now a year later i already started implementing attraction and upsell offers from money models book

[Dany Estriplet · Rating 5 out of 5]

Alex Hormozi keeps delivering value

Just finished his book and I can’t wait to get my hands on his next one.

To the level that if Alex Hormozi wrote it I want to read it. I don’t even know the subject yet but I know it will bring value.

Tell a friend to tell a friend to read his books.

[Loren Wernette · Rating 5 out of 5]

Alex always delivers value. from his real life examples to the simple concepts he describes the book makes it easy to understand and devise a framework around your own business in how to increase and stabilize the profitability of your customers and your business

[Ariana Montoya · Rating 4 out of 5]

Heard this on audio on Spotify. Alex is easy to listen to and has such a good way of putting things into perspective as well as give really good advice for selling for aspiring and existing entrepreneurs

[Danny Cevette · Rating 5 out of 5]

I get the Hormozi hype now. I read these types of books all the time and this was incredibly honest, very easy to consume, and still charismatic. Found myself constantly taking notes. Ready the other two next

[Juan Carlos Olamendy · Rating 5 out of 5]

Another gem gifted by Hormozi

Great book. A true gem. Full of knowledge.

Hormozi is the only one out there teaching the right way to build a business.

Now it’s my time to start applying this knowledge.

[Matthew Gregory · Rating 5 out of 5]

I have ideas flowing now that I can’t wait to implement!

I love Alex’s delivery of methods with stories to back it up. Also, the bite-sized nuggets of wisdom are fantastic for reading in small chunks!